Twitter has taken another step closer to the traditional search engine model by announcing it will open up its analytics section to webmasters and users. Only advertisers were previously able to access custom analytics for Twitter.
The micro blogging company’s Christopher Golda announced the change on the Twitter blog, noting that the move was driven by the acquisition of social analytics company BackType in July. The new feature will allow Twitter users to track how much traffic their tweets send to their home sites, as well as number of tweets generated by the tweet button featured on their site and the top links listed by time frame.
Part of the motivation behind making the platform public is to promote the use of the Tweet button and sites using the t.co link wrapper. Twitter is becoming an increasingly important link sharing link resource over the last year or so, with an estimated 100 million clicks driven daily from tweets.
Webmasters shouldn’t get too excited just yet, however. Golda stated that the analytics platform was being opened up to “a small pilot group of partners”, but that the company would be rolling out access to the public over the next few weeks.
Lack of assessability has long been a frustration to webmasters and those in SEO careers using Twitter as part of search engine optimisation campaigns. The introduction of an analytics platform could draw attention away from Google, whose own analytics platform has been the main source of social media statistics for many businesses until now.
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